Paper Giant APP Selects SPRG for Global Public Relations Support


SINGAPORE – Indonesian paper producer Asia Pulp & Paper (APP) has selected SPRG as a global public relations agency following a competitive review.

The move comes three years after SPRG was hired to manage a mission that is under scrutiny due to APP’s environmental record. The mandate covers seven markets – Singapore, United States, Canada, Australia, New Zealand, Japan and Europe – compared to 11 it covered when it launched in 2018.

At the time, SPRG was hired to work with APP’s agency network to ensure that the paper giant’s message was “properly communicated” internally and externally, while also working with the company on brand strategy, social and digital communications.

APP has long drawn the attention of NGOs to its environmental practices. Earlier this year, for example, NGOs warned that the planned expansion of APP’s OKI paper mill would have “catastrophic consequences for forests, peatlands and communities.”

Last year, an Environmental Paper Network (EPN) report claimed that APP had flouted its own sustainability commitments, and also alleged that APP had failed to deliver on its promises to rehabilitate degraded peatlands.

APP called the report “misinformed” and based on false and old allegations. EPN responded by describing APP’s response as “an inaccurate and misleading response to evidence of failure to implement its own forest conservation policy”.

The APP mission is part of a slew of new files that SPRG has unloaded since August. The 53 new clients include public relations functions for Atom in Singapore, Malaysia and Hong Kong, investor relations for Hutchmed, media relations for Hang Lung Property and assignments for Octowill and PERSOLKELLY.

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